TC Gaming White Label editorial team has never written about Australia before, so today we’ll have a chat about Australia’s gambling scene. Although Australia isn’t a new market for gambling, it’s widely known that Australians have a strong passion for it. Australia consistently ranks among the top in the world in terms of gambling participation and revenue. Over 70% of Australian adults participate in gambling, and they spend more on gambling each year than residents of any other country. This makes Australia one of the nations with the highest gambling participation rate globally.

Australia Overview 

Australia's Geographical Location

Australia is located in the Southern Hemisphere and is the only country in the world to occupy an entire continent. It covers an area of about 7.692 million square kilometers, making it the sixth-largest country in the world and the largest in Oceania. To the north, it is separated by seas from Indonesia, Papua New Guinea, and East Timor; to the east, it faces island nations in the Pacific Ocean, such as New Zealand, Vanuatu, and the Solomon Islands; while to the west, it borders the Indian Ocean.

Major cities in Australia include the capital city, Canberra, the largest city, Sydney, the cultural and financial center, Melbourne, the tourism gateway, Brisbane, the mining hub, Perth, and Adelaide, which is known for its wine industry. Australia does not have land borders, making it relatively independent in terms of economy, policy, and culture. The country is also rich in natural resources, such as iron ore, coal, natural gas, and gold, and mining and energy exports are key pillars of the economy.

Australia’s Geographic and Economic Situation

Australia is one of the most developed economies in the world. With abundant natural resources, a stable political environment, a highly developed financial system, and a favorable business environment, Australia consistently ranks among the highest in the world for GDP per capita. In 2023, the unemployment rate stood at approximately 3.5%, which is relatively low, and GDP per capita was around 64,000 USD.

The gambling industry is also an important component of Australia’s economy. Australia boasts the highest gambling participation rate globally (over 70%), with a mature market in sports betting, pokies (slot machines), and casinos. This has attracted the attention of global iGaming investors. Despite facing some challenges, Australia remains one of the most attractive economies for iGaming professionals worldwide.The gambling industry is also an important component of Australia’s economy. Australia boasts the highest gambling participation rate globally (over 70%), with a mature market in sports betting, pokies (slot machines), and casinos. This has attracted the attention of global iGaming investors. Despite facing some challenges, Australia remains one of the most attractive economies for iGaming professionals worldwide.

What Language Is Spoken in Australia?

The official language of Australia is English, and it is the most widely spoken language across the country. As an immigrant nation, Australia has a highly diverse linguistic environment, with many other languages spoken in various communities. Multilingualism is particularly common in major cities like Sydney and Melbourne, where large Chinese, Indian, and Middle Eastern immigrant populations reside.

Australian English is the country's main language. About 72% of Australians mainly use English at home, and the remaining 28% of the population speak English at home. Use other languages.

Mandarin accounts for 2.7% and is the most commonly spoken non-English language in Australia, mainly used in the Chinese community.

Other languages:

Mandarin: 2.7%, the most common non-English language, primarily used in the Chinese community. Arabic: 1.4% Vietnamese: 1.3% Cantonese: 1.2% Punjabi: 0.9% Greek: 0.9% Italian: 0.9% Hindi: 0.8% Spanish: 0.7% Nepali: 0.5%

Multilingualism is more widespread in urban areas, especially in immigrant communities from Asia and the Middle East.

Religion in Australia

In Australia, the proportion of people with no religious affiliation is steadily rising. Additionally, Section 116 of the Australian Constitution prohibits the federal government from establishing any religion or mandating religious practices, ensuring the country has no official religion.

Christian: 43.9% of the total population, the main denominations are: Catholic: 20% Anglican : 9.8%

No religious affiliation: 38.9%.

Other religions: Islam: 3.2% Hinduism: 2.7% Buddhism: 2.4% Sikhism: 0.8% Judaism: 0.4%

Data Source: Australian Bureau of Statistics (ABS) 2021 Census

Population of Australia

• Total population: 26.57 million (January 2024 data)
• Growth: From early 2023 to early 2024, the population will increase by 261,000 (+1.0%)
• Gender ratio:Female: 50.3%Male: 49.7%
• Residence distribution:Urban population: 86.7% Rural population: 13.3%

Population distribution by age group

• 0-4 years: 5.7%
• 5-12 years: 9.7%
• 13-17 years: 6.1%
• 18-24 years: 8.4%
• 25-34 years: 14.7%
• 35-44 years: 14.1%
• 45-54 years: 12.4%
• 55-64 years: 11.4%
• 65 years and older: 17.4%

Australia's population growth rate remains steady at 1.0%, driven mainly by immigration and birth rates. The country is highly urbanized, but there is also an aging population, with 17.4% of individuals aged 65 or older. The working-age population, particularly those between 25-44 years, makes up nearly 30% of the total population.

Australian Internet situation

Internet usage

• Number of Internet users: 25.21 million
• Internet penetration rate: 94.9% (total population)
• Annual growth: Internet users will increase by 248,000 (+1.0%) from 2023 to 2024
• Internet connection speed: Cellular Mobile Internet: 93.91 Mbps. Fixed Internet: 54.41 Mbps

Social Media Usage in Australia

• Number of social media users: 20.8 million, 78.3% of the total population
• Social media usage rate among Internet users: 82.5% (using at least one social platform)
• Gender distribution of social media users: Female: 50.7%. Male: 49.3%

Facebook in Australia

• Number of users: 16.65 million
• Ad coverage: 62.7% of total population 66.0% of Internet users
• Growth: 1.8 million additional users from 2023 to 2024 (+11.7%)
• Gender distribution: Female: 52.0%, Male: 48.0%

YouTube in Australia

• Number of users: 20.8 million
• Ad reach: 82.5% of Internet users. With extremely high coverage, it is one of the most widely used social platforms in Australia.

Instagram in Australia

• Number of users: 13.95 million
• Advertising coverage: 52.5% of the total population and 55.3% of Internet users
• Growth: 2.3 million additional users from 2023 to 2024 (+19.7%)
• Gender distribution: Female: 55.7% Male: 44.3%

TikTok in Australia

• Number of users: 9.73 million (18 and over)
• Growth: 1.4 million additional users from 2023 to 2024 (+17.2%)
• Gender distribution: Female: 50.9% Male: 49.1%

LinkedIn in Australia

• Number of users: 15 million
• Ad coverage: 59.5% of Internet users
• Growth: 1 million more users between 2023 and 2024 (+7.1%)
• Gender distribution: Female: 46.7%, Male: 53.3%

Snapchat in Australia

• Number of users: 7.85 million
• Ad coverage: 31.1% of Internet users
• Gender distribution: Female: 53.0%, Male: 46.5%

X (Twitter) in Australia

• Number of users: 6.1 million
• Ad coverage: 22.9% of total population, 24.2% of Internet users
• Gender distribution: Female: 32.5%, Male: 67.5% (male users account for a higher proportion)

Pinterest in Australia

• Number of users: 5.31 million
• Advertising coverage: 20.0% of the total population and 21.0% of Internet users
• Gender distribution: Female: 71.8%, Male: 20.2% (a very high proportion of female users)

Facebook Messenger in Australia

Meta Inventory Statement: Due to policy reasons, Messenger Inbox ads are not currently available in Australia, so the latest user reach data for Messenger is not included.

Mobile Network Connections in Australia

• Cellular connections: 33.59 million (higher than population, indicating some users have multiple devices)
• Growth: 502,000 additional mobile connections between 2023 and 2024 (+1.5%)

Overview of Australia's Gambling Industry

Early Gambling History in Australia

Australia has a long gambling history, which dates back to the arrival of the British. They were particularly into horse racing, with the Melbourne Cup becoming a major event starting in 1861. By the early 20th century, the government began regulating this activity, and in 1916, Queensland introduced the Golden Casket lottery for charity, setting various regulations in motion.

In the mid-20th century, Australia introduced poker machines (pokies), and clubs and casinos started operating them. In 1973, Tasmania opened the first legal casino in the country, Wrest Point Casino, marking the boom of physical gambling in the country.

With the rise of the internet, Australia’s government introduced the Interactive Gambling Act in 1998, regulating online gambling. While sports betting and horse racing were allowed, online casino games and poker faced some restrictions. Today, sports betting remains one of Australia's most popular gambling activities, with AFL, cricket, and the English Premier League being especially prominent.

Is Gambling Legal in Australia?

Australia's gambling industry is substantial, with annual revenues reaching billions of Australian dollars, encompassing various types of gambling, from traditional horse racing to modern online betting. The country is home to several large, internationally recognized casino facilities, with the most notable being The Star Casino in Sydney and Crown Casino in Melbourne. These venues have become major attractions for international tourists. As for regulation, each state and territory is responsible for managing the gambling industry within its jurisdiction. While specific regulations vary across regions, a generally open and positive regulatory approach has made gambling an important driver of Australia's economic growth.

Gambling Participation in Australia

Gambling is an integral part of Australian daily life. According to 2022 data, 72.8% of Australian adults participated in gambling activities over the past year, with 80.5% of men and 66.2% of women involved. Additionally, 38% of adults engage in gambling weekly, with 48% of men and 28% of women participating regularly.

In 2017, Australia became the country with the highest per capita gambling expenditure globally, and Australians are also more willing to spend on online gambling than people in other nations.

Regulation and Laws Regarding Gambling in Australia

Australians are among the world's top gamblers, but the government has implemented strict regulations to manage the industry. Currently, a multi-tiered regulatory system is in place, with clear laws designed to ensure fair practices and protect players' interests.

1. Dual State and Federal Regulation: The Australian gambling market is subject to dual regulation at the state and federal levels. States have their own gambling regulators but are still required to comply with federal law.
2. Interactive Gambling Act 2001: Prohibits companies and individuals from providing online gambling services to Australian citizens. But Australian companies can offer online gambling services to overseas markets.
3. Player impunity: Accessing and using online gambling services is not a crime in Australia. In addition, Australian local gambling companies can provide gambling services to overseas players, but cannot provide services to areas included in the "designated countries" list (as of now, this list is empty).
4. New regulations:Customer identity verification: From 29 September 2024, all online bookmakers operating in Australia must Complete Customer Identity Verification (ACIP) before providing specific services.
5. Restrictions under federal law: Online casinos, online poker and other forms of online gambling are prohibited from being offered to Australian citizens, except for sports betting and horse racing betting . Australian companies can operate online gambling businesses with a license, but they can only serve overseas markets and cannot provide services to Australian players.

Does Australia Have a Gambling License?

Australia does not have a national unified license for online gambling, but the Northern Territory provides a gambling license that permits operators to offer sports betting and horse racing. However, if the goal is to operate online casino games targeted at Australian players, a domestic license will not suffice.

Northern Territory Gambling License

The Northern Territory government issues an "Internet Gaming License," which is the only jurisdiction in Australia that allows online gambling licenses. This license applies only to online sports betting and horse racing, and operators are prohibited from offering online casino games or poker to Australian citizens.

(Northern Territory is a federal territory of Australia, located in the north of the Australian continent, with its capital being Darwin.)

What’s happening in other states and territories

Other states and territories, including New South Wales (NSW), Victoria (VIC), and Queensland (QLD), have state-level gambling regulatory bodies, but they primarily focus on regulating physical casinos, horse racing, sports betting, and lotteries and do not issue specialized online gambling licenses. Tasmania allows sports betting and horse racing but does not permit online casino gambling.

Tasmania: Sports betting and horse racing betting are allowed, but online betting (casino-type betting games) is still not allowed.

Commonly Used E-Wallets in Australia

Australia has a variety of e-wallets, including local bank payment options, international payment tools, and cryptocurrency wallets. For everyday payments, online shopping, and gambling, PayPal, Google Pay, Apple Pay, Skrill, and Neteller are the mainstream choices. For cross-border payments and remittances, Wise (formerly TransferWise) offers cost advantages. With the rise of cryptocurrencies, platforms like CoinSpot, Binance, and Trust Wallet are also gaining popularity among Australians.

Local Australian E-Wallets:

1. Beem It – jointly launched by CBA, Westpac and NAB, supports transfers between local bank accounts in seconds.
2. CommBank Tap & Pay – NFC mobile payments from Commonwealth Bank of Australia for Android devices.
3. NAB Pay – launched by NAB Bank, can bind credit/debit cards and is compatible with Google Pay.
4. Osko by BPAY – a real-time bank transfer system widely used by major banks in Australia.
5. POLi Payments: A popular online banking payment system in Australia and New Zealand that supports payments directly from bank accounts.
6. BPAY: Australia's local electronic payment system, widely used for bill payment, such as utility bills, phone bills, etc.
7. PayTo: A real-time payments system developed by New Payments Platform (NPP) that allows businesses to initiate quick payments from user bank accounts.
8. Afterpay: The popular "buy now, pay later" service that allows users to split their purchases into four interest-free payments.
9. Zip Pay: Another buy now, pay later option with a credit limit of up to A$1,000 and flexible installments.

International E-Wallets in Australia:

1. PayPal – Australia’s most popular international payment platform for e-commerce, online gambling and cross-border transactions.
2. Google Pay & Apple Pay – Compatible with local banks in Australia and widely used for daily payments.
3. Skrill & Neteller – Suitable for gambling and foreign exchange transactions, supports virtual cards and cryptocurrency deposits and withdrawals.
4. Wise (formerly TransferWise) – A cross-border payment tool that supports multi-currency accounts with low fees.

Australian Cryptocurrency Wallets

1. CoinSpot Wallet – Provided by local exchanges, supporting mainstream currencies such as BTC and ETH.
2. Binance Wallet – One of the world’s largest crypto exchanges, supporting Australian dollar deposits and withdrawals.
3. Trust Wallet & Coinbase Wallet – Suitable for DeFi, NFT trading and long-term crypto asset management.

What kind of gambling games do Australians like?

Pokies: The most popular gambling game. About 52% of gambling expenditures go to slot machines. There are 190,000 units nationwide. The gameplay is simple and suitable for Players of all ages.

Horse Racing: Horse racing has a long history, and events such as the Melbourne Cup are extremely influential, with 39% of bettors having participated , betting on greyhound racing is equally popular.

Sports Betting: Mobile sports betting is growing rapidly, and the most popular projects include Australian Rules Football (AFL), NRL, and Premier League (EPL). ), cricket (BBL), tennis (Australian Open), etc.

Lotto & Keno: Powerball, Oz Lotto, and Keno are very popular. 75% of adults have purchased lottery tickets at least once. The maximum prize of Powerball is up to Hundreds of millions of Australian dollars.

Casino Games: Mainly concentrated in physical casinos, popular games include blackjack, baccarat (preferred by Chinese players), Roulette, poker, and the Aussie Millions attract many players.

Esports Betting: Rapidly growing among young people, popular events include CS:GO, Dota 2, LOL, Valorant, FIFA eSports competition.

Summary

Australia, as an important part of the global gambling market, attracts the attention and participation of numerous investors and industry professionals due to its high gambling participation rate, mature gambling industry, and stable economic foundation. The gambling industry in Australia is strong not only in traditional land-based casinos but also in the rapidly growing iGaming market, particularly in sports betting and mobile gambling. This makes the Australian gambling market a huge opportunity. However, there are also risks, mainly due to the intense competition, as Australia is not a new gambling market—it has been regulated for decades.

Characteristics of the Australian Gambling Market

1. The highest gambling participation rate in the world: More than 70% of adults participate in gambling, and gambling expenditure ranks among the top in the world.
2. Diversified gaming: Physical casinos, sports betting, horse racing, slot machines, lottery and other industries are mature.
3. Growing demand for online gambling: Despite regulations restricting online gambling, Australian gamblers have strong demand and the Australian gambling market still has huge potential for development.
4. Complete payment system: electronic wallets (PayPal, Skrill, POLi, Beem It), encrypted payments (Binance, CoinSpot), local payments (Osko , BPAY) and other payment methods provide convenience to the gaming industry.

As an industry-leading white label iGaming provider, TC-Gaming has earned recognition and trust from major gambling platforms due to its mature white label iGaming technology, strong customization abilities, and efficient operational support. However, we also understand that gambling markets in different countries have their own unique features. Therefore, while providing efficient, stable, and comprehensive white label iGaming platform services, we focus on localizing the gambling market to ensure that the platform meets the preferences of players in the target gambling market. We believe that choosing TC-Gaming, whether for quick entry into the Australian gambling market or other international markets, will be your most reliable and solid partner.